Research On After-sales Service Quality Of Shanghai General Motors

As China’s auto sales and ownership are increasing, aftermarket has become the focus of attention for automotive businesses and consumers. Based on the analysis of current situation and development of domestic and foreign automotive aftermarket industry, this paper chooses the after-sales service of Shanghai General Motors(SGM) as a research object, after evaluating the quality of after-sales service of Shanghai General Motors, this paper makes an in-depth research on how to improve the quality of car after-sales service.Firstly, this paper makes analysis of the status of domestic and foreign car service, and summarizes the market characteristics and consumer preferences of the domestic and international automotive aftermarket industry, as well as overall satisfaction of China’s automotive after-sales service. And analyze the sales service processes, service brand connotation, QOS management of Shanghai General Motors. On this basis, the importance of the quality of car after-sales service was analyzed. Secondly, this paper builds measurement model of service quality of Shanghai General Motors. And put forward a car service quality evaluation index system of Shanghai General Motors based on SERVQUAL scale and a formative second-order measurement model of car service quality. and then makes a scientific and objective evaluation of Shanghai General Motors service quality through a questionnaire survey. Including: measured the gap between customer perceived service and customer expectation services and their significance by paired samples T-test analysis;obtained the weight of each index and path coefficients of five dimensions(tangibles, reliability, responsiveness, assurance and empathy) for service quality in the second-order constitutive measurement model of car service quality by means of partial least squares software Smart PLS; made evaluation of service quality of Shanghai General Motors by calculating a weighted SQ values; did QFD analysis for service quality of Shanghai General Motors, to explore the correlation between customer needs and service indicators; did empirical analysis of the correlation between automotive service quality, customer satisfaction and customer loyalty. Finally, this paper analyzed the reasons for the service quality gap by using GAP model on the basis of objective evaluation of service quality of Shanghai General Motors, then put forward the corresponding improvement strategies in four respect for each gap as cognitive perception from managers, quality standards, service delivery, marketing communications. So as to enhance service quality of Shanghai General Motors, improve customer satisfaction and loyalty of Shanghai General Motors, provide guidance and reference for Shanghai General Motors and other auto companies.